Becothings, who have already reached the final three in the HSBC START-UP STARS GREEN AWARDS - www.startupstars.hsbc.co.uk, believe their new product launch into the nursery industry is timely. Organic baby products have grown substantially over the past two years - and general awareness both within the industry and further a field for green nursery products is high. Disposable nappy use, for example, creates about 400,000 tonnes of waste each year in the UK - the rough equivalent of the waste produced by a city the size of Birmingham. No other product that holds the environment in such high regard has ever been launched into the nursery industry. Becothings is proud to be exhibiting what they believe is a new and exciting venture.

Toby Massey, head of design at Becothings, is convinced his company has found an untapped growth area in green baby products. “At Becothings we are constantly striving to take the hassle out of being eco friendly in our every day lives,” he says. “A potty is obviously a necessity for anyone who has small children – but until now it has been impossible not to send this essential item straight to landfill when it is disposed of. The BECOPOTTY will last just as long as your average potty, but parents can be sure that they are also planet lovers when they throw the BECOPOTTY away.”

The BECOPOTTY may not be as big as other potties found on the high street, but there is a reason for that, explains Massey: “The whole idea of this earth loving venture is that packaging and waste thrown out of UK households is kept to an absolute minimum.”

RRP £7.99 The BECOPOTTY will be available nationwide from John Lewis Stores in 2010 – www.johnlewis.co.uk

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